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Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Wednesday, May 4 • 11:10am - 11:30am
Beyond Broadcasting? Digital Transformation and the German Television Market

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This paper studies the impact of the digital transformation on future developments in the German television market and the broadcasters’ strategic orientations to meet the new challenges coming along with it. We identify current developments in the television industry performing a market and trend analysis using Start Up databases, genre databases, and media companies’ annual reports and press releases. We detect nine innovative fields of interest, i.e., advertising and monetization, video on demand platforms, content discovery and creation, social television, personal live streaming, sharing, virtual reality, storytelling and smart television. We find that public and private broadcasters are aware of the changing environment and the need to take actions ensuring their economic and social importance in the future. Three developments are already well addressed by German broadcasters. The decrease of linear television and the need to watch TV independent from time and space is faced with video on demand services. The need for interaction and participation is encountered with a series of second screen applications and social television services. Finally, new forms of storytelling are already established. We demonstrate that private broadcasters are more active and innovative than their public counterparts, in particular in establishing new revenue streams and in positioning their employees as industry influencers. However, the trend analysis uncovers disregarded innovation fields providing further challenges for the future.

Authors
AR

Armin Rott

Hamburg Media School
avatar for Jil Sörensen

Jil Sörensen

Hamburg Media School

Moderators
avatar for John Oliver

John Oliver

Bournemouth University
Dr John Oliver is an Associate Professor of Media Management and an experienced academic who has published in international media and business journals. As an executive trainer, he has delivered programmes in Media Strategy to directors, managers and producers from across the European audiovisual sectors. In the UK, he has delivered executive education to clients like the BBC, ITV, Virgin Media, Sky, UKTV, Channel 4, FremantleMedia and Bell... Read More →


Wednesday May 4, 2016 11:10am - 11:30am
Costantino A Law School
  • Manuscript # 1058
  • Session # B12

Attendees (16)